Molton Brown Christmas Box

Christmas Boxes 2009

Packaging: Structural

Jones Knowles Ritchie

EXECUTIVE SUMMARY

+23% value sales

10% Less wastage

22 fold ROI

Since being introduced 8 years ago, Molton Brown Christmas gift sets have become a regular feature in stores like Selfridges, John Lewis, Heal's and Debenhams. With third-party distribution now greatly exceeding that within their own shops, Molton Brown wanted a box design that would combine practicality with beauty.

While being desirable to customers, the 2009 boxes had to perform to a high standard in terms of their utilization of space and issues of shrinkage caused by damage and loss of components from units used for shelf display.

The 2009 box achieved an 85% sell-through of stock, their best ever.

Meanwhile, sales grew 23%, despite the recessionary environment, another new record!

The Challenge